Brands exist in the minds of those they affect more than those they represent. Brands are persistent because they exist beyond the individuals that initiate them 👉 You cannot turn your brand on and off.

Si Ellis writes: “Brand is an aggregation of perceptions, expectations and interactions associated with a product, service or experience. It lives first in the minds of the founders of the business, but soon spreads to its staff, customers, suppliers and other audiences – which will include both advocates and detractors. Therefore, it won’t just hibernate if you ignore it; you can’t just stow it away when you’re busy, distracted or facing criticism.”

Brands require consistent nurturing and continuity of voice. Get it right, and it will accelerate growth and its momentum will help to sustain your business through tougher times. Get it wrong and you’ll lose ground to competitors, and struggle to retake the initiative.

Think of it this way: when you’re riding a bike you’re able to freewheel now and then, but sooner or later you’ll need to pedal. If you coast right to the foot of a hill you’ll have no momentum for the challenge ahead – your ‘brand’ will grind to a halt, and you’ll need to work that much harder to keep going.

👉THE TAKEAWAY: your brand is inevitable whether you’re in charge of it or not. So take control. If you’re not investing in your brand, you’re choking your business. Drop Si Ellis an email: simon@ellis-james.co.uk today to discuss how EllisJames Creative can transform your B2B brand development and customer engagement.

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